M&C Saatchi will be focusing on viral and integrating digital strategies. Sources indicate that JWT also won a part of the creative business.
The agency pointed out that the camcorder sector is shrinking its market share at the moment, with many alternative gadgets equipped with video recording technologies. The biggest challenge is to convince consumers and create enforcements for the brand.
Sony Handycam did not previously have a designated agency in China and has worked with various agencies on a project basis.
Sony rebranded its global slogan to 'make.believe' towards the end of last year.
This is the second win for M&C Saatchi this month after it scooped the through-the-line business for Yaukult China.
The agency pointed out that the camcorder sector is shrinking its market share at the moment, with many alternative gadgets equipped with video recording technologies. The biggest challenge is to convince consumers and create enforcements for the brand.
Sony Handycam did not previously have a designated agency in China and has worked with various agencies on a project basis.
Sony rebranded its global slogan to 'make.believe' towards the end of last year.
This is the second win for M&C Saatchi this month after it scooped the through-the-line business for Yaukult China.
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